In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible.
a. True
b. False
Indicate whether the statement is true or false
Question 2Even if it fails, it is better for a service provider to make an effort at service recovery than to make no recovery effort at all.
Indicate whether the statement is true or false
Question 3Media buying involves securing electronic media time as well as print media space, as depicted in a schedule.
a. True
b. False
Indicate whether the statement is true or false
Question 4In the late 1800s, consumers were willing to pay more for brands than for unmarked commodities, even if they were identical.
a. True
b. False
Indicate whether the statement is true or false
Question 5Empowered frontstage employees can be excellent buffers against the lingering effect of a poor service experience.
Indicate whether the statement is true or false
Question 6Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.
a. True
b. False
Indicate whether the statement is true or false
Question 7Advertising changed commerce, but not society.
a. True
b. False
Indicate whether the statement is true or false
Question 8A service organization should encourage its customers to complain to the organization about its service failures.
Indicate whether the statement is true or false
Question 9Individual syndicated services typically analyze media categories that they do not measure.
a. True
b. False
Indicate whether the statement is true or false
Question 10Without the rise of mass media, there would be no national brands, and no advertising.
a. True
b. False
Indicate whether the statement is true or false
Quick Reply
